Biology/Design, Art/Science, Tech/Society
Planet-Scale Change Starts Here
See the Campaign Live
Chemicals are the building blocks of our modern world, but their production has often come at a cost to both the planet and people. Enter Solugen, a company building the world’s first sustainable chemical plant. For this consumer campaign, we wanted to show how rethinking manufacturing at the molecular level could have a positive planet-scale impact.
I creative and art directed the campaign to ensure that it would be cohesive across all channels: digital, social, and out-of-home advertising. For the digital ad, working with video artist Conner Griffith, I directed an immersive visual journey from the micro to the macro, which takes us through a series of images: beginning at the microscopic level, then into Solugen’s labs and their chemical plant. At the climax, we highlight the role that chemicals play in our daily lives through a series of applications, before zooming out to a bird-eye view of the Earth. The digital ad went live on Instagram (85K+ organic views); LinkedIn (150K+ impressions per post); Connected TV including Disney+, Hulu, and YouTube (164K impressions, with a 97% completion rate); and the Houston airport (5 million impressions per month).
Working off the concept for the digital ad, we then expanded the campaign into a series of billboards in Houston to time with an influx of chemical executives coming into Houston for major energy conferences. We had 9.6 million eyes on our three billboards in a month. One of our billboards with the slogan “Not your typical chemical plant” was placed strategically in the heart of chemical plants emitting an excess of carbon emissions into the air. In contrast the billboard signals an era ushering in a better chemical plant, one that creates a cleaner and greener future for all.
Creative Direction
Art Direction
Creative Strategy
Collaborators
Marketing & Strategy
Marketing & Strategy
Christina Nebel
Javier Vargas
Designer
Dimitri Anast
Video Artist
Conner Griffith
Conner Griffith
Designer
Dimitri Anast
Composer
Jaimee Jimin Park